"For a long time, we have been accustomed to a fast-paced life, receiving a lot of information every day, and people are prone to become impetuous. When the epidemic has made life choices less and the pace 'paused' to slow down, perhaps it is for people trapped in their homes to open up an opportunity to simplify their lives and organize themselves, so that we no longer rely on finding fun from the outside world. Just like more than two hundred years ago, Thoreau went alone to the shores of Walden Lake, sitting and watching the grass and trees wither, the four seasons changing, no need for too much socializing, no need for costumes, the awakening of the soul is the real dawn, the body and spirit are the first and last temples of a person. Not long ago, Fan Deng's live lecture "Walden" attracted netizens to read together on many online platforms in Shanghai, and many bullet screen messages were: "Under the epidemic, this classic that makes the heart return to quiet is worth revisiting"...
Thoreau wrote this book in the hope that people would be able to become their own Columbus, explore new directions, and everyone could try to live a completely different life. Even if you are trapped by the epidemic and easily become anxious, reading can still soothe people's hearts and inject confidence into daily life.
Some data show that among Shanghai citizens, the audio reading coverage rate is 76.72%, and with the increasing popularity of "listening to books", user hearing has become a new attention "traffic" entrance in reading, and sound has become a companion. Fan Deng's reading "Knowledge Evolution" keynote speech has reached more than 350 million people on the whole network within 2 hours, and the total number of viewers on the Douyin platform has exceeded 57 million. This exploration of the reading promotion model is using the "Internet + TV" innovation model to empower the digital culture industry and boost reading for all.
At a time when all kinds of audio reading are emerging, Fan Deng Reading has created a "book essence interpretation" model, taking in-depth content and model innovation as high-quality soil and laying out a new ecology of reading. As of the first quarter of 2022, it had received more than 2.5 billion listening times and a total of more than 620 million hours.
Each book, from text to interpretation of audio and video, takes an average of nearly 3 months to produce cycles, and all online books have been played more than 10 million times. Last year's highest number of broadcasts of "Life is Only One Thing", reaching nearly 30 million plays and more than 540,000 times of sharing, "Stress Reduction Brain Science" became the book with the most reviews, the most touching books of the year, "Southwest United University Study Diary" and "Yuan Longping of the World", leading book friends to re-understand Xu Yuanchong, Yuan Longping, two late greats, and get inspiration and touch from their lifelong beliefs.
The data shows that the "listening to books" model will not weaken the market share of traditional publishing, but can "feed back" and divert to the traditional publishing industry with high-quality content, so that the reading of the whole people can prosper and develop in different media. For example, last year, Fan Deng Reading sold a total of 2.38 million books for the publishing industry, and the three books that drove the most sales of paper books were "Examination Brain Science" with nearly 2 million copies, "There is only one thing in life" with more than 300,000 copies, and "Children's Character" with more than 170,000 copies.
In the view of Hua Jian, director and researcher of the Cultural Industry Research Center of the Shanghai Academy of Social Sciences, reading for all is becoming the cultural mainstream that condenses a broad consensus and forms a huge spring tide that embraces various reading forms. The era of pan-knowledge payment has quietly gone far, how to build a national distance education platform for different user groups with knowledge growth system, and guide more social forces to participate in the reading of the whole people, has become a proposition of concern in the industry. At a time when the epidemic is spread in many places across the country, reading for all helps to break the information cocoon, face unknown difficulties with a broader vision, evolve with more individual knowledge, and forge an overall higher cultural character.
Image source: Organizer
Editor: Xu Yang
Editor-in-Charge: Li Ting
*Wenhui exclusive manuscript, please indicate the source when reprinting.